National Western Stock Show Previews 100th Anniversary Celebration even as 99th parades into Denver

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Even as the parade heralding the kickoff of the 2005 Stock Show wends its way through downtown Denver on Jan. 11, marketing strategists and advertising people will be tucked away in meeting rooms of the Red Lion Denver Central Hotel buzzing about plans for next year.

Already generating $76 million, or 6 ½ percent of Denver’s entire estimated 2004 revenue, the National Western Stock Show seeks to grow its contribution during its centennial celebration in January 2006.

Even as the parade heralding the kickoff of the 2005 Stock Show wends its way through downtown Denver on Jan. 11, there will be marketing strategists and advertising people tucked away in meeting rooms of the Red Lion Denver Central Hotel buzzing about plans for next year.

Frank Macri and Chris Birt, partners in Denver’s Andrews/Birt Advertising, are spearheading an expanded marketing campaign for the centennial edition of the National Western Stock Show. Using the occasion to speak at a seminar for members of the International Association of Fairs and Expositions, the pair will preview plans for the 100th anniversary Stock Show and showcase how “buzz branding” can deliver a much-needed boost to fairs, expositions and events nationwide.

National Western Stock Show President and CEO Pat Grant notes, “Westerners share two main characteristics—they love the land and they admire the magnificence of its animals. We aim to get people buzzing about these remarkable animals—the true stars of the Stock Show—along with the educational, entertainment and cultural components.”

Birt adds that central to the buzz branding message for the 100th Stock Show is the context and comfort of old-time western traditions. “At a time of concern and stress over events that we as individuals can’t control, ‘comfort’ in the form of traditional values provides relief. How much more comfortable does it get than the National Western Stock Show, an all-American event grounded in the best of our western culture and heritage?”

According to Macri, buzz marketing is all about the unspoken but deeply felt perceptions of people on a grassroots level. “Branding works from the bottom up and top down—from the logical and the emotional. Buzz branding gets people talking among themselves,” Macri points out.

About the National Western Stock Show:

Denver’s National Western Stock Show is the world’s largest livestock, rodeo and horse show with annual attendance surpassing 600,000. The American Business Association lists it as one of the top 100 events in the United States. From its humble beginnings in 1906, when the Stock Show drew 15,000 stockmen from Kansas City, Omaha and Chicago, revenues have grown to $76 million factoring in employment, consumables, services, accommodations, retail, and ticketed events. The National Western Complex is now rented out year-around.

About Andrews/Birt Advertising:

Andrews/Birt is a full service, regional advertising agency and new media firm with offices in Denver and Minneapolis. Founded in 1994, it is one of the fastest growing independent agencies in the west and central U.S. Clients include American Express, Qwest, The Sharper Image, Wausau Benefits, National Western Stock Show and Rodeo, Syntegra, golfTEC and others. Visit the A/B web site at http://www.abagency.com or call 303.596.5100.

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